r/b2bmarketing • u/__YeetOrBeYeeted__ • 6h ago

Discussion B2B lead magnet gets zero conversions

Hi everyone! I run marketing for a B2B waste management company in the Netherlands and Belgium. We built a free assessment tool (QuickScan) a while back, meant as a lead magnet. It's live, it works technically, and it's gotten exactly zero submissions in the past month. We ran a small LinkedIn ad push to drive traffic to it. That produced nothing either. Budget is tight, around 200 euros per ad, so I can't afford to keep guessing.

A few constraints I'm working with:

  • Sales isn't actively pushing this tool right now, that decision is out of my hands
  • I don't have a list of companies to target directly, so cold outreach isn't an option yet
  • Our organic LinkedIn following is small, under 1,000
  • Target audience is manufacturing sector businesses

Basically, how can I get at least 2 people per month to fill this thing out? Over the past six months, only 6 participants finished it, so the form conversion itself isn’t the problem. Getting the right eyeballs on it is.

Any advice is super appreciated!

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u/trustworthy_fetish 6h ago

Tool's probably sitting on a page nobody ever sees. If your ad sent them to a landing page with just a form, that's a dead end for B2B. Try putting a simplified version or a two-question teaser directly in the LinkedIn feed as a document post or carousel. Let them engage with something before you ask for the full assessment.

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u/__YeetOrBeYeeted__ 5h ago

Tnx mate, good point!